Movie slumber party: Beds replace theater seats
MOSCOW — A furniture store has taken over a Moscow cinema, allowing theatergoers to enjoy what more closely resembles an enormous slumber party than an afternoon at the movies.
This week the Swedish furniture giant IKEA replaced a movie theater's seats with beds in its Russian “Awake Love” campaign. The switch-over took place in the Moscow suburb of Khimki, not far from a branch of the store beloved by many Russians.
The campaign, which lasts until Dec. 14, is modeled after a similar event in 2010 at a Paris music hall.
Moscow's Cinema Park company and IKEA are promoting beds in the cinema to attract a new audience in the Kimostar De Lux cinema.
Associated Press
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